Assignment 4: Case 4-1 “Sears Goes Zwinky for Tweens and Teens”
Sears Goes Zwinky for Tweens and Teens
Prof. Karen Mountain
Marketing 510 Consumer Behavior
Feb 27 , 2013
Consumer behavior is an issue of concern amongst consumers and relevant authorities.
Sears is the company that is constantly changing its advertising techniques to gratify the
requirements of clients. The company targeted markets are teens, and the promotion systems
the company uses are online and social network scenes. These techniques create awareness of
the needed products that the firm offers to its targeted clients. This unit examines the images,
commodities, and the marketing strategies used by Sears in the achievement of its objectives.
Sears is the departmental store chain based in the U.S. It was established in the late 19 century
by Richard Warren Sears. The firm passed through various challenges, which strengthened it in
the process. These challenges were in the form of competition in the targeted market caused, in
part, by the consequences of the Second World War. It was formed to meet clients’ needs by
providing new products into the souks. The record Sears invented helped in controlling the
market prices from soaring. A balanced market price was formed as a result of the
implementation of the various strategies into use. Sears has invented diverse strategies to
control shopping tendencies. It included rewards and grants into its system. It created a self-
image through various strategies, like the use of social net, leading to dynamic relationships
within the society through partnership with other companies. Sears is an example of the firm
that incorporates successful marketing activities into its operation. The company is working
towards becoming an investment boulevard because of the high level of retail target it makes
compared to other retail stores.
1.Determine the image that Sears is attempting to create with its “Don’t Just Go Back. Arrive,” Arrive Lounge, and other partnerships with social network sites.
The image of the company immensely determines how a business is perceived amongst various
concerned stakeholders. Stakeholders of a company comprise of individuals contributing the
start-up capital, the purchasers of end products, and individuals affected by the company’s
actions. Company’s image is what attracts clients to choose a business over other existing
businesses providing the same products or services. “Do not Just Go Back. Arrive,” Arrive
Lounge is an attractive site commonly associated with the teens. Sears had noticed a decrease
in the purchasing trends of the products it produces, therefore, having invented the strategy
“Don’t just Go Back. Arrive, “to help in augmenting the sales of its products by enticing the
clients to purchase from their departmental stores (Nickels, 1980).
The partnership between Sears and social networking cites was aimed at improving the
company’s image and increasing product sales of the company. Social network scenes serve as
effective channels for reaching targeted markets in scenarios where the targeted market is
composed of teens and tweens. The scenes also serve as interactive forums where a significant
number of teenagers spend their time searching for new information or interacting with friends
online. The choice by Sears to reach its targeted market via the social network scenes is of
immense benefit to the company because it easily identifies with the client’s needs. The
identification with the clients creates for the...
References: Doyle, P. (2008). Value-based marketing: Marketing strategies for corporate growth and shareholder value. Chichester, England: John Wiley & Sons.
Hawknis, D. I., Mothersbaugh, D. L., & Mookerjee, A. (2011). Consumer behavior: Building marketing strategy. New Delhi: Tata McGraw Hill.
Hadden, B., & Luce, H. R. (1923). Time. New York, etc: Time Inc.
Nickels, W. G. (1980). Marketing communication & promotion by. Columbus, Ohio: Grid. Retrieved from http://books.google.com/books?id=9lmR75vPpEAC&pg= PA71 &lpg=PA71&dq=Nickels,+W.+G.+(1980).+Marketing+communication+%26+promotion+by.+Columbus,+Ohio:+Grid.&source
Stair, R. M. (2011). Fundamentals of information systems. New York: Cengage Learning.
Steele, V. (2010). The Berg companion to fashion. Oxford: Berg.
Please join StudyMode to read the full document